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Aggregate Industries’ Concrete Commitment project

During the second quarter of 2014, Aggregate Industries’ Customer Management Value (CVM) team completed a market research project designed to determine the wants and needs of its existing customers.

Following on from this, they asked for the help of HROC’s creative team to formulate a marketing campaign to target the customers who were involved in the market research project, saying that Aggregate Industries has listened and is adapting its services to benefit the customer.

It is unusual to be asked to put together a campaign of this size that only targets existing customers, but as usual, the creative team at HROC rose to the challenge and the Aggregate Industries Concrete Commitment was born.

Targeting customers via a pack of marketing collateral including a folder, 8pp concertina, drinks coasters, USB sticks and wire o bound product selectors, over 1,000 customers received a personalised letter with their area-specific Concrete Commitment pack first week of March 2015.

This collateral clearly stated that Aggregate Industries:

– Makes its customers lives easier by opening an instant account, which they can keep for life regardless of a drop in activity and by offering instant payments by card on site or over the phone

– Works when its customers work thanks to 7am – 7pm office opening hours and being able to deliver any volume of concrete, any time – on time

– Understands that people like to deal with people, not machines. So each customer is assigned a dedicated Account Manager and has a personal, friendly customer service team

– Has exceptional technical service thanks to the Ready-mix Product Selector, displaying the technical information on its available products as well as highly-trained and knowledgeable staff, on hand to advise which product is right for you

– Offers a fast response and flexible service thanks to its next day guaranteed delivery, immediate quote, wide range of delivery vehicles to cater for jobs on any scale and offering a collection service if the client would rather collect themselves. Giving the client flexibility

– Reassures the customer they are working with a local, well respected, industry-leading name as Aggregate Industries where quality and safety are assured thanks to over 120 years’ experience.

See for yourself a preview of the collateral produced and check back soon for the results from the campaign!